izzyhoey2: Britain's Got Talent final: Simon Cowell shows off his hairy chest

PUBLISHED: 18:48 EST, 12 May 2012 | UPDATED: 19:06 EST, 12 May 2012

It's normally the fashion of Britain's Got Talent's female judges Amanda Holden and Alesha Dixon that gets people talking.

But on last night's final of the ITV show, viewers couldn't help noticing Simon Cowell's unbuttoned shirt and hairy chest.

In contrast to David Walliams' smart suit, the music mogul was going for a more casual look in his jeans, white shirt and blazer.

You're missing a medallion! Simon Cowell adjusts his shirt after winners Ashleigh and Pudsey perform on Britain's Got Talent's live final

Alpha male: Cowell was going for a smart-casual look with his open shirt, blazer and jeans

And as the camera cut to Simon after the eventual winners Ashleigh Butler and her dog Pudsey finished performing, he gave viewers a good look at his hairy chest as he adjusted his shirt.

Both viewers and fellow celebrities took to Twitter to mock Cowell's 'Medallion man' style... a departure from his normal grey and white T-shirts.

Phillip Schofield and his Twitter followers shared plenty of playful banter about Cowell's chest flashing.

Dog lover: Simon has made no secret of his fondess for Ashleigh and Pudsey's dog act

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He wrote: 'Was Simon opening his shirt FOR THE DOG?!!!!!! Good Lord :)

'Mind you Pudsey was astonishing.'

He then retweeted a follower's comment that: 'I think he was trying to assert his alpha-male dominance and show Pudsey he is also a hairy beast.'

A second retweeted compared Cowell with Schofield's This Morning co-host Holly Willoughby's famous cleavage: 'He was competing with @hollywills on the cleavage front :0.'

And Schofield's Dancing On Ice co-host Christine Bleakley was also entertained by Cowell's body hair.

David and 'My Simon': David Walliams tried to distract Simon after swapping places with Amanda Holden

Bromance: David started massaging Simon's shoulders to the music mogul's chagrin

She wrote on her Twitter page: 'Oh wow, Simon Cowell actually opened an extra bottom on his shirt after Pudsey and Ashley performance. I LOVE that dog! #BGT.'

Also on the show, David Walliams played up to the pair's 'bromance' by swapping seats with Amanda so they could sit together at the end of the show.

The comedian stared into Simon's face as the music mogul talked to hosts Anthony McPartlin and Declan Donnelly and then massaged his shoulders.#

Simon complained: 'I can't do this with that thing there. Its got to look away.'